I think the rude awakening is going to come when someone figures out how to build something better that wipes out 10+ firms who were delivering the same kind of thing.

There will be a mauling - but it won't be because of this intangible technology box alone. It'll be because creative people figure out the rest of the pieces to re-imagine how something is done.

Better doesn't sell. That is why there are 10+ firms. There probably is a genuinely better solution at that point. But sales departments sell, so you are more likely to get the product that has the strongest sales department than one that is actually better on its own merits.